Aspirational Pricing: When Your Heart and the Market Don’t Match
Thank you Gwen for sharing this post. I thought this was worth reading. If you didn't catch it the first time around then here is your second chance.
Every seller wants to get the best price for their home. That’s natural — your home is full of memories, hard work, and improvements you’ve made along the way. Maybe you added a deck, remodeled the kitchen, or replaced the roof. You’ve invested time, money, and love, and it’s easy to believe the price should reflect all of that.
But here’s the truth: the market doesn’t price a home based on what you paid or what you’ve spent. It prices your home based on what buyers are willing to pay right now. That’s where aspirational pricing comes in.
What Is Aspirational Pricing?
Aspirational pricing occurs when sellers price their homes based on emotion or hope rather than current market data. It’s the “wishful thinking” price — the number that feels right in your heart, but not necessarily in today’s real estate reality.
When you list your home too high, buyers notice. They scroll right past your listing or decide it’s not worth touring. Even worse, a house that sits on the market too long can start to look stale, and buyers begin to wonder if something is wrong with it.
Why Old Comparables Don’t Work Anymore
Real estate markets move quickly. The numbers that mattered six months ago may be out of date today. That’s why I always use comparable sales — or comps — from the past three months or less.
Interest rates shift—buyer demand changes. Even the season of the year can make a difference. In a changing market, using older comps can give a false sense of value and lead to overpricing — which can slow your sale and cost you money in the end.
You Can’t Add Up Your Costs to Find Market Value
It’s easy to think,
“We paid $400,000 for the house, put $50,000 into upgrades, and made payments all these years — it should be worth at least $500,000.”
Unfortunately, that’s not how buyers think. Buyers compare your home to others they can buy today. They don’t see the money you’ve spent or the memories you’ve made — they see a house they might want to live in and decide what it’s worth to them right now.
The Power of Realistic Pricing
Realistic pricing doesn’t mean giving up your dream. It means finding the sweet spot between what you hope for and what the market will actually pay. When you price your home correctly, you attract more serious buyers, generate more showings, and often get stronger offers.
Overpricing, on the other hand, can lead to price reductions, longer time on market, and added stress. Smart pricing creates momentum — and momentum sells homes.
Have Someone Who Will Tell You the Truth
Selling a home is personal, and emotions can run high. That’s why you need someone who will give you the good news and the bad — the truth that helps you make the best decisions. A trustworthy agent won’t tell you just what you want to hear; they’ll tell you what you need to know.
At Gwen Fowler Real Estate, Inc., I believe in honesty, experience, and results. The goal isn’t just to list your home — it’s to get it sold at the best price the market will support.
If you’re thinking about selling and want straight answers about your home's current value, call me at 864-710-4518. I’ll give you the real story — no fluff, no hype — just the truth that helps you move forward with confidence.
Posted by Gwen Fowler, Broker/Owner
Gwen Fowler Real Estate, Inc.
Helping buyers and sellers across the Foothills and Lakes of Upstate South Carolina
📞 864-710-4518 | 🌐 CoolMountainEscapes.com****************************************************************************************************
Gwen Fowler
Gwen Fowler Real Estate, Inc
317 South Highway 11
West Union SC 29696
Serving Oconee County, from the banks of the Chattooga River to the shores of Jocassee, Hartwell & Keowee Lakes, and all the private lakes in between.c-->
Contact me about property in Oconee County, Seneca, Walhalla, Westminster, Long Creek, Salem, Mountain Rest, Richland, Sunset and Six Mile, SC. 2nd homes are our expertise.
The best number to reach me at is 1-864-710-4518--either by call or text.
View our listings at www.CoolMountainEscapes.com
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